DEKA mag
Publication Director: Graziano Mancianti Registration at the Court in Florence Nr 6031 on September 6th 2016
DEKA A year of significant change MONALISA TOUCH 5 years of experimentation DEKA DOC CONTEST The winners
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DEKA mag
Editorial Summary 1 Editorial Mauro Galli International Sales and Marketing Director
2 Breaking news A year of significant changes
3 Cool stuff MonaLisa Touch®: 5 years of experimentation
4 DOT/RF Therapy: the most innovative frontier in antiaging treatment
5 Eyes on the market Spotlight on Japan
6 Inside DEKA DEKA Doc Contest
The theme of this, the third issue of DEKA MAG, is change and evolution. These concepts make it possible to achieve constant innovation and come up with new ideas, an approach which has underpinned our corporate mission since we began. If it’s going to be successful, a business has to make sure to constantly evolve and develop in response to the changing demands of the industry and its customers. Continuous development of new products and services is the lifeblood of any business that is going to stand the test of time. In the medical laser industry, change is crucial. New technologies and new applications come onto the market thick and fast and it’s part of our job to make sure that happens regularly. Today, we’re proud to introduce you to our latest breakthroughs in terms of applications and to mention a few of the new products we’re testing. After opening up a whole new market with MonaLisa Touch® treatment, we’re now expanding that. The use of the CO2 laser in gynaecology and female urology is turning out to be an effective and revolutionary tool, not only for the treatment of vaginal atrophy and dryness, but also for other symptoms that many women in the world suffer from, such as urinary incontinence, vestibulodynia, and lichen sclerosus. The Motus AX range has given plenty of satisfaction in the way of sales and customer appreciation, and we will soon be announcing new ideas in the wake of the many opportunities this new method offers. In our laboratories, we have also been testing a revolutionary new technology for the treatment of localized fat and cellulite deposits, details of which we will soon be announcing.
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Change also involves the organizational side of the company – we are about to begin a restructuring process aimed at optimizing the whole chain, from design to production, to the marketing of our products.
Not to miss | events
Evolution and change are part of our heritage, and they are the main ingredients in any organization that is truly planning for the future!
Important appointments to participate
Enjoy your read! Mauro Galli International Sales and Marketing Director
3 Breaking news
DEKA 2017
DEKA - A YEAR OF SIGNIFICANT CHANGES After 2016, a year in which we posted record results, 2017 is proving to be a year of transition and change. A process of renewal has begun both internally and externally, explains El.En. General Manager Paolo Salvadeo. From an in-house point of view, a corporate reorganization has begun, looking to maximize co-ordination and create product synergies and economies of scale that, in turn, will lead to cost benefits and thus enable us to compete more effectively in the global market. From an external point of view, our distribution network received a boost recently with an important new player joining our ranks: Hologic, an American colossus in the women’s health sector, who took over the distribution of MonaLisa Touch in the USA and Canada. Hologic has an almost 60-year history of making diagnostic, gynaecological and oncological surgical tools. An undisputed leader in the gynaecology sector, with a wealth of market knowledge. It goes without saying that this is a great opportunity for DEKA, one
that will further boost the presence and help expand MonaLisa Touch across North America, where the vaginal rejuvenation market is showing very interesting growth prospects. Hologic CEO, Stephen P. MacMillan, says Hologic’s acquisition of Cynosure “will turbo charge sales for the DEKA MonaLisa Touch® in North America”. Also from a marketing point of view, we have significant news. Responding to an increasing need for minimally invasive surgical solutions for localized fat and cellulite deposits, here at DEKA we are currently designing a highly innovative technology that will be launched on the European market by 2018. Experimentation and clinical trials are under way to fine-tune the technology, but we are delighted to announce that the system will introduce effective improvements for patients, but also significant benefits for the physicians and practitioners who will be using it. DEKA has always been an innovation leader, and the goal we have set is to maintain and consolidate this through cross fertilization, R&D investment, better coordination and sounder awareness of
Paolo Salvadeo El.En. Group General Manager
market needs. A future full of new challenges and commitments awaits us, and we are coming up with the right tools to deal with them!
DEKA mag
Cool stuff ®
New Gynaecological Applications
MONALISA TOUCH : 5 YEARS OF EXPERIMENTATION ®
The effects of the CO2 laser on the vaginal mucosa and vulvar tissue are surprising, such that we are now witnessing a true revolution in women’s health.
mild urinary stress incontinence • bacterial flora • vestibulodynia • lichen sclerosus
The wonder of laser technology lies in continuous experimentation. The more widespread one of our systems becomes in the market (and therefore more widely-used), the more we’ll be able to come up with fascinating, revolutionary new applications. In the 5 years since MonaLisa Touch was launched, experimentation has kept moving forward, and we are increasingly recognizing the huge potential this application has in the gynaecology sector. Indeed, we have opened up a pathway that looks set to bring plenty of benefits to the world of medicine as a whole.
The treatment of vulvovaginal atrophy (VVA) in menopausal women or women with neoplasia remains the core treatment. In addition to VVA, CO2 laser treatment has also proven effective at treating mild urinary stress incontinence. A study by Perino et al, published in the European Review for Medical and Pharmacological Sciences, showed that after treating 30 postmenopausal women, a significant reduction in daily urinary frequency was observed. Positive results have also been obtained regarding bacterial flora. In their study published in Climacteric, Athanasiou et al demonstrated that,
after MonaLisa Touch ® treatment in a cohort of 53 patients, the presence of lactobacilli rose by 50 percentage points, while no symptoms of bacterial vaginosis, candidiasis or aerobic vaginitis appeared in any of the participants. One very important new application is for vestibulodynia. Chronic vulvar pain remains one of the most complex problems faced by gynaecologists today. Murina et al demonstrated in a clinical study published in SEX MED, that after 3 sessions of MonaLisa Touch 70% of patients reported significant pain relief. Another common, highly complex disorder is lichen sclerosus. Baggish has continued research in this field, showing that women with lichen have reported cessation of itching and pain, as well as improvements in terms of tissue colour and elasticity. This is a sector which remains rather untapped for reasons mainly connected both with physicians’ lack of familiarity with procedures and with a predominant attitude of resignation on the part of patients; but we are confident that this will change and so we are continuing to invest!
3 Cool stuff
Dermatology and new mini-invasive procedures
DOT/RF THERAPY: THE MOST INNOVATIVE FRONTIER IN ANTIAGING TREATMENT Physiological aging, linked to the passing of time, is a natural and inevitable aspect of life that affects all the functions, organs and tissues of the human body, including the skin. This natural process is accelerated by external environmental factors (ultraviolet rays, smoke, alcohol, pollution, etc.), which make up what is known as photoaging. The clinical effects include thinning, transparency and sagging of the skin, wrinkles, uneven colouring, pigmentary and vascular marks and irregularities in the skin surface.
FOCUS ON Over recent years, the market has been focusing increasingly on less invasive systems and methods. DEKA has replied to this trend with the new DOT/RF Therapy, an innovative procedure that exploit the exclusive combined action of fractional CO2 laser with radiofrequence. The SmartXide² DOT RF continues to be a major player in today’s competitive market, it is the result of 30 years of know how that allowed to achieves performance level never attained before.
The research into technological innovation has started many time ago but it’s still very dynamic since the demand for improvements in appearance and quality of life is increasing. The sinergic action of CO2 laser with RF is a very effective solution because allows to obtein a high degree of efficacy with shorter posttreatment recovery times. It can selectively reach all the layers of the skin, corrects skin imperfections and counteracts the effects of aging, such as wrinkles and flabbiness. The RF bipolar technology activate a selective heating of the derma, completing and enhancing the effects of CO2 laser treatment by remodeling tissue in depth, toning flabbiness, and stimulate fibroblast activity to produce new collagen. The combined action of CO2 and RF reduces post-treatment erythema and downtime with great benefits for the patients.
DEKA mag
Eyes on the market This section is dedicated to unveil the world of DEKA’s distributors to get insights that inspire action and know the key drivers better…
Japan
Spotlight on
Mariko Yuki President of DEKA Japan Co. Ltd Tokyo (Japan)
At the time it was established, in 2009, DEKA JAPAN was a nameless laser manufacturer company. But during the years this company has significantly increased the sales performance till to become a widely recognized laser company, which has enabled it to be established as one of the leading laser manufacturers. The successfully performances are due mostly to 2 hits products: Madonna Lift using SmartXide DOT and Excilite-µ. Madonna Lift is a fractioned CO2 laser procedure which treats the wrinkles and saggy, lax skin around the eyes. It is a novel modal proposed to target the areas which had been difficult to treat with traditional therapy such as laser and injection. Celebrity marketing which introduced Madonna has proved to be effective to create a buzz and promote its recognition among patients and doctors, successfully increased the sales promotion. EXCILITE-µ, a targeted UV device, has been increasingly introduced into dermatology. Along with the fact that the device became a
trend as a novel UVB therapy in 2009, the efficacy of the therapy, which is an essential treatment method which secures payment for the service, has been rated higher than conventional narrow band therapy. That has contributed to increasing the sales of the device. Anyway today the cosmetic medical treatment related to dermatology and plastic surgery, as the whole market - has been stagnant. Our competitors have also been exposed to difficult situations including fierce price competition. Today the field which is drawing attention is the vaginal laser rejuvenation. That’s why in the last 3 years we have been focusing our promotional efforts of MonaLisa Touch® application in the obstetrics and gynecology field, which has started to enhance the recognition of the company as well as the product among gynecologists, successfully increasing the sales performance.
3 Inside DEKA
Latest Update
DEKA DOCContest The DEKA DOC Contest, the event which pitched laser professionals from around the world against each other, has been a great success. A whole host of participants enrolled, with a vast array of clinical cases being made available to the scientific community. For that reason, we would very much like to thank all those who took part. We firmly believe in the value of comparing and sharing results, as we have found that they provide a basis for achieving excellence. Cases with the most votes were then assessed by the Scientific Committee, which chose the Best Clinical Case, based on scientific merit and interest. The 4 winners are highlighted on the dekadoccontest.dekalaser.com website and the clinical cases will be collated in an official document and published online (DEKA website and APP). We would like to thank everyone who signed up, who submitted cases or who just voted on their colleagues’ work. It was a very successful initiative and we hope it will make a great contribution to the widespread use of lasers in medicine.
... WE ARE ALREADY PLANNING THE SECOND EDITION!
BEST CLINICAL CASE First prize € 2500 Winner Dr. Wildecir Barros with his case study entitled “Diabetic Foot” Total score: 9/10 The Scientific Committee appreciated not only the complexity of the case and the result achieved, but also the profound knowledge of laser use that he demonstrated.
BEST AUTHORS • First place € 2000 Winner Dr. Gema Perez Sevilla for publishing the highest number of quality cases. Total score 24 points • Second place € 1500 Winner Dr. Dilla Mazzaracchio Total score 16 points • Third place € 1000 Winner Dr. Yuliya Kolas Total score 8 points
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DEKA mag
Not to miss | events
EADV 26th European Academy of Dermatology and Venerology Geneve (Switzerland) 13-17 September 2017 Palexpo DEKA STAND 200 ESG 12th Congress of European Society of Gynecology Barcelona, (Spain) 18-21 October 2017 Palau de Congressos de Catalunya DEKA STAND 19-20 EUGA 10th Congress of European Urogynaecological Association Barcelona (Spain) 19-21 October 2017 Crowne Plaza Fira Center DEKA STAND 11 XXII Congreso Latinoamericano de Ginecologìa y Obstetricia FLASOG 2017 Cancun (Mexico) 5-9 November 2017 Cancun ICC International Convention Center DEKA STAND 40
Arab Health Dubai (United Arab Emirates) 29 January-1 February 2018 Dubai International Convention and Exhibition Center Pavilion Italy DEKA STAND B15 - Rashid Hall IMCAS Parigi 20th Annual World Congress Paris (France) 1-3 February 2018 Palais de Congrès DEKA STAND 14 AAD American Academy of Dermatology Annual meeting San Diego (USA ) 16-18 February 2018 San Diego Convention Center DEKA STAND 1645
DEKA Academy
Biannual Magazine Year 2 - number 2/2017 Publication Director Graziano Mancianti Journalist Owner and Publisher DEKA M.E.L.A. s.r.l. Via Baldanzese, 17 50041 Calenzano (FI) Registration at the Court in Florence Nr 6031 on September 6th 2016
Typography LionGraf Via Dante Alighieri, 8 50041 Calenzano (FI) Graphic projects and Layout Allymind Contacts dekamag@dekalaser.com Ph. +39 055 8874942 Fax +39 055 8832884 www.dekalaser.com All the articles published can be reproduced with the authorization of the Publisher and citing the source.
Villa Donatello Florence (Italy) • Nd:YAG e CO2 lasers 12-13 October 2017 8-9 February 2018 8-9 March 2018
AMWC Latin America Aesthetic & Anti-Aging Medicine World Congress Medellin (Colombia) 16-18 November 2018 Plaza Mayor Convenciones DEKA STAND 13
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DEKA M.E.L.A. s.r.l. Via Baldanzese, 17 50041 Calenzano (FI) - Italy Ph. +39 055 8874942 Fax +39 055 8832884 info@dekalaser.com www.dekalaser.com